I've been in the business of events for awhile now. And a lot of people think that all I do is pick out flowers and choose linens. While I do those things - I also have a strategy behind every decision and detail at each event. More recently my job entails big brands and more marketing than traditional hospitality events. But the basics behind event planning remain the same.
Events are the face of your company. They are how people directly engage with your brand and become familiar with your products. Events are a big part of business, and treating them as any less, is a big mistake for your brand.
When planning events, there's a basic outline for ensuring success.
Have a Goal
The first thing I want to know when I'm tasked with an event is what's the goal. Is it financial? Is it a feeling? Are we tracking impressions? There needs to be a clear goal that leads each and every decision moving forward. Everyone involved needs to understand that goal and be able to tie every event detail back to that overarching goal. Without a goal, you're having an event for the sake of having an event - in which case, just throw a bunch of money in the trash and call it even.
Know Your Brand
What does your brand stand for? What are the colors, feelings, sounds, vibes - what represents that brand? Every décor choice, entertainment decision, menu plan - all of that works together to create a representation of your brand. The things people see, hear, taste, and feel will all remind them of your brand. If you've got a fun brand, make the event fun. If your brand thrives on more serious engagement - don't bring in a comedian. Stick with your brand messaging and get innovative in how you showcase what that means.
Invest in the Details
The details are what matter. Don't phone in the color choices, the food, the music. Every single detail comes together to create the total package. When you get sloppy, neglect something small - someone will notice. And that reflects back onto the brand. Be obsessively detailed. Annoyingly so. There are enough uncontrollable pieces that go wrong at every event. If you are obsessive over what you can control, you're better equipped to handle the things you can't control.
Be Budget Conscious
Budget is everything. Be diligent about sticking to your budget. And be knowledgeable about what a realistic budget is for what you want to achieve. It's unrealistic to expect to wow the attendees on a peanuts budget. But even with a limitless budget - focus on spending wisely. Even if your bottom line goal isn't financial, its just plain stupid to spend when you don't need to.
Recap
For every single event you need to do a post event recap. I don't care if it's lunch for five executives or a ball for 5,000. Recap what you did, what worked, what didn't. Get feedback from everyone. Talk to guests, staff, vendors, everyone. Be diligent in getting this done. Do not wait. How can you possibly improve if you don't have explicit details about what you've done in the past?
Events are anything but simply picking out décor and tasting menus. Events are an opportunity to create a feeling to your consumers. Make sure you're understanding the importance of events and the potential they have for consumer loyalty.